Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to boost ratings and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from network-based television. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing originality and artistry over broad popularity. Secondly, they curate personalized selections that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only domestically but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the rise of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by collaborating with terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective website market tactics. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.